Measurement

Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.

The ad industry’s lofty ambitions for alternative currencies has come back down to planet Earth. Alt currencies struggle to gain market share because most buyers and sellers still transact on Nielsen numbers, while audience panels are back on the measurement menu.

Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.

CES this year was a petri dish of news and gossip (and hopefully not COVID) among the CTV ad industry.

VideoAmp may have established itself as one of the top alternative currency contenders in 2023, but the pressure to win market share is causing cracks in its shiny facade.

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers. 

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Panel Discussion Bad news for Nielsen: Another panel has entered the arena. Samba TV is teaming up with HyphaMetrics to launch a panel for measuring video viewership across linear, streaming and other digital formats, Ad Age reports. HyphaMetrics plans to use Samba TV’s […]

Ad planning and activation platform FullThrottle unveiled a new product called SafeMatch to make it easier for advertisers to connect outcomes to streaming TV ads.

This was such a busy year in CTV land that we had to launch a dedicated newsletter just to keep up with all the trends, from measurement, currency, targeting and attribution to streaming data, identity, supply-path optimization and new ad formats – just to name a few.

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Volatile Mosaic One week ago, AdExchanger Daily noted an update to Google Search rankings based on open hours where stores or local services plummet from search result pages when they’re closed. But it isn’t just local businesses or happening during open hours. Google […]

AdExchanger asked a handful of agencies and advertisers to (anonymously) name which they consider to be the top TV currency contenders going into 2024.

TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.

The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.

Lowering efficiency in exchange for volume can build up a funnel of potential customers who are retargeted with deals on Black Friday.

Researchers at Insider Intelligence estimate social commerce will become a $100 billion market by 2025, up from $67 billion this year. The question is how to win in this fast-moving landscape.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Addressable Auspices Traditional TV advertisers are hesitant to try addressable products because they’re expensive and hard to scale. But programmatic TV ad buying is making addressable more accessible, said Sara Wallace, FreeWheel’s senior director of product management, speaking at an event on Wednesday […]

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

Ad measurement and attribution are in crisis – but maybe that’s a good thing says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. “It’s time for change.”

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

Google Analytics dominates the analytics market – but analytics isn’t a zero-sum game, says Ben Young, CEO of insights and measurement startup Nudge. Also: The important of measuring attention and finding “value at the margins.”

During a quarter when many companies are playing Pin the Blame on the Macroenvironment, DoubleVerify’s Q3 revenue rose 28% to $144 million YOY.

Integral Ad Science (IAS) had a healthy Q3, with revenues increasing 19% YOY to $120.3 million. And shares jumped by about 5% after earnings.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Cook The Books Google is warning recipe bloggers to post pertinent information (which is to say, the ingredients and recipe) in visible, accessible parts of their site or risk being down-ranked in search results.  “To me, this seems like some sort of warning […]

Although website tagging doesn’t get much attention, it’s a key element of first-party data capture and post-cookie measurement, says Karen Stocks, Google’s VP of global measurement.

Nielsen told its clients on Thursday that it will not, in fact, be sunsetting its average commercial minute (C3 and C7) ratings by September of next year as planned.

Comscore’s programmatic ad targeting division, Proximic, unveiled new audience segments for political advertisers to help them reach people based on what they watch and the political campaigns they’ve already seen.

Yahoo Backstage, a sorta SSP, is emblematic of a­n SPO trend that hops over either DSPs or SSPs. Plus: a primer on the ecommerce ad metrics and tools changing how marketers buy digitally, from ACOS to TROAS to cost capping.